The International Bottled Water Association (IBWA), in conjunction with Beverage Marketing Corp. (BMC) <www.beveragemarketing.com> has released 2009 bottled water statistics, compiled by BMC, a research, consulting and financial services firm dedicated to the global beverage industry.
The new BMC data shows the bottled water category's overall share of the liquid refreshment beverages marketplace held steady at approximately 29.2 percent in 2009. The overall consumption of bottled water has dropped slightly, by 2.5 percent, but the rate of decline is less than the decline of total U.S. refreshment beverage market, which dropped 2.7 percent in 2009. Given the continued poor U.S. economic situation, the bottled water industry is happy to hold its own against other packaged beverages.
In 2009, total bottled water consumption was 8.45 billion gallons, a 2.5 percent decrease compared to 2008's figure of 8.66 billion gallons. Overall in 2009, the entire U.S. refreshment beverage category fell by 2.7 percent, the second consumption downturn in two years. Analysts attribute the drop primarily to a major U.S. recession, also in its second year. Consumption of carbonated soft drinks fell by 2.3 percent while sports drinks as a category declined by 12.3 percent. Packaged fruit beverages fell by 2 percent. Recently-launched flavored and vitamin-added bottled water saw an 8.8 percent decline. Energy drinks did advance 0.2 percent, while ready-to-drink bottled teas saw a 1.2 percent gain, the only category gains recorded in 2009.
"Although 2009 was the second year in a row of unusual weakness in liquid refreshment beverages' performance, the worst may be over," says Michael C. Bellas, chairman and CEO of BMC. "Beverages are likely to be one of the first categories to benefit with a job-led economic recovery because they represent an inexpensive form of pleasure."
Bottled water's 29.2 percent market share in 2009 of the liquid refreshment beverage category is up from 2008's volume share of 29.1 percent.
"During these tough economic times, consumers have trimmed discretionary spending," says Tom Lauria, vice president of communications for IBWA, "but bottled water sales decreased less than most other major categories. Subsequently, we now enjoy steady market share as consumers chose bottled water over other packaged beverages."
Lauria continues: "The faltering economy has packaged beverage sales down across the board. Some industry watchers have also wondered how much, if any, increased activism on the alleged environmental impact of bottled water is a possible reason for the drop. However, there has been a notable decrease in sales of nearly all packaged beverages including steep drops in many packaged beverage products that activists never discuss or protest. Meanwhile, there‚ was plenty of evidence that this recession is taking its toll on all forms of consumer spending. Bottled water is well-established and popular with consumers who rely on its convenience, healthfulness and refreshing taste."
Consumers should also know that bottled water safety and quality result from multiple layers of regulation and standards at the federal, state and industry levels.
"Consumers must also be made aware of the bottled water industry's outstanding record of environmental stewardship, protection, and sustainability," Lauria says.
Bottled water containers are 100 percent recyclable. Although bottled water makes up only one-third of 1 percent of the U.S. waste stream, according to the EPA, the bottled water industry works hard on a number of fronts with recycling advocates, communities and our beverage and food partners to increase recycling rates. The bottled water industry is also at the forefront of utilizing measures to reduce its environmental footprint. In the past eight years, bottled water companies have reduced the weight of PET resin plastic single-serve bottles by 32 percent. That is the equivalent of removing one out of three bottled water containers from the waste stream.
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